Jasmine International Plc (JAS) has officially secured the broadcasting rights for the Fifa World Cup 2026 in Thailand, just hours before the first match kicks off, ensuring that all 104 matches will be available to football fans.
The announcement marks the end of prolonged uncertainty over whether fans in Thailand would have legal access to the tournament, which begins on June 11 and runs until July 19, 2026 across the United States, Canada and Mexico.
The opening match between Mexico and South Africa will kick off in Mexico City at 2am Thailand time on Friday morning.
SET-listed Jasmine said all World Cup matches would be broadcast on the Monomax streaming platform under existing packages without the need for subscribers to pay additional fees.
Mono on Thursday began promoting a one-year subscription package covering all its content including the World Cup, for 6,490 baht.
In addition to its streaming service, Jasmine is expected to share part of the broadcasting rights with free-to-air television channels. The move is intended to widen access for viewers across the country, with reports suggesting that around half of all matches could be shown on free television, including the opening match and the final.
Jasmine said in a statement to the Stock Exchange of Thailand late Wednesday that it was seeking final approval from its board, with further details to be announced at a press conference on Thursday afternoon.
The news sent the JAS stock price up more than 10% on Thursday morning, while shares of Monomax parent Mono Next Plc rose around 6%.
Soraj Asavaprapha, chief executive of Jasmine International, said at a subsequent briefing that the company had obtained exclusive domestic rights from Fifa for live broadcasts of the 2026 and 2030 World Cups.
The deal covers two World Cups and all other Fifa sports events until 2030 for $70 million — 2.3 billion baht at the current exchange rate.
The 2026 tournament will be the largest in history, featuring 48 teams and a total of 104 matches. The expanded format is expected to drive significantly higher global viewership and increase demand for accessible broadcasting arrangements in participating markets.
For football fans in Thailand, the development is particularly significant after months of negotiations and uncertainty over the high cost of broadcasting rights.
Fifa was reportedly seeking 1.3 billion baht for the Thai rights in 2026, similar to the amount paid in 2022. The government briefly considered funding some of the cost, hoping to recover the rest from sponsorships. However, with many matches taking place in the middle of the night in Thailand, commercial sponsors were having second thoughts.
The acquisition of the rights is seen as a strategic move by Jasmine to strengthen its position in the sports content market, particularly following its investment in English Premier League broadcasting rights. By securing another major global tournament, the company aims to maintain viewer engagement and expand its subscriber base.
The full World Cup 2026 schedule can be found here.
Trading halt hits JAS over undisclosed FIFA deal
The Stock Exchange of Thailand (SET) has suspended trading in shares of Jasmine International Plc (JAS) after reports of a major FIFA broadcasting deal surfaced without formal disclosure to the market, raising concerns over price-sensitive information.
The exchange said JAS was reportedly linked to a $70‑million (2.3 billion baht) agreement for World Cup broadcasting rights, but the company had yet to clarify or officially file the details. Such undisclosed information could materially affect investor decisions.
Trading was halted at 3.48pm on June 11 and will remain suspended until the company provides clarification, with the SET stressing the move is to ensure transparency and equal access to information for investors.
